Interactive Video Marketing Platform

Video Content Category

Move Ahead in The Marketing Funnel With Interactive Video

Even as the customer journey gets more complex in the digital world, brands are increasingly focused on perfecting their funnel strategy. Consideration is the middle part of the marketing funnel that begins with awareness and ends with the conversion. Your customer can be aware of your brand, may even have an opinion about it, but awareness alone may not lead to a purchase. In fact, a recent study from Marketo shows 96% of potential buyers who visit a website are not yet ready to buy. It’s only when the buyer reaches the “consideration stage” that they start making the actual decision of making a purchase. Often called the “forgotten part of the funnel,” the consideration stage is where marketers need to focus their efforts.

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Why is the consideration stage of the marketing funnel important?

 At the top of the funnel is the awareness stage where consumers become aware of your brand’s existence. Past this stage is the consideration funnel where consumers conduct some amount of initial research. At this stage, they are aware they have a pain point and may be evaluating your service or product along with others as a potential solution. At this point, buyers will carry out more research to zero in on one brand and make a purchase decision. As per a study, while 71% of buyers utilise a search engine to discover a new service or product, 74% of them use search engines to dig deeper into the brand’s offerings to see if they match their specific needs.

At this stage, customers are also looking at product reviews, influencer’s opinions or recommendations to evaluate and compare your brand’s offerings with your competitor’s. For your brand to excel in leveraging the middle funnel, you need to channel macro and micro influencers that your consumers trust for purchase advice. While the content at this stage needs to explain the different solutions you offer, it should also begin to differentiate your brand from competitors. Marketing professionals need to provide solid evidence as to why your customer needs to trust in your brand with testimonials, case studies, lab tests, demonstration video and brand stories in an engaging format.

Role of interactive videos at the consideration stage

 Consumers today are overwhelmed with information overload, paid advertisements and ‘digital stalking’ that brands indulge in. A study found that while only 35% of digital ads were viewed, only 9% of these were viewed for more than a second. A mere 4% of ads were viewed for two seconds. Moreover, a majority of internet users utilise ad-blocking add-ons and extensions.  A vast majority of print and digital display ads suffer from “banner blindness” where the target audience ignores the ad, or the ad fails to engage the viewer long enough for moving the consumer to the purchase stage.

Interactive video content is highly effective in engaging leads and can boost purchases by as much as 144%. Here are some statistics on why interactive videos are the best tools at the consideration stage:

  • Four times as many potential customers prefer to watch a video about a service or product than reading about it
  • 50% of online users look for videos on product or service before visiting a store
  • Adults in the U.S. spend nearly six hours a day watching video
  • Eight seconds of video can convey as much information as 30,000 words
  • 87% of marketers say that interactive content grabs the attention of the reader more effectively than static content
  • 72% of businesses say video has improved their conversion rate
  • Viewers retain 95% of a message when they watch it in a video
  • 64% of potential consumers said watching a marketing video on social media influenced their purchase decision

Not surprisingly, 82% of marketers say interactive videos have yielded a good return on their investment while an equal number say videos are an integral part of marketing strategy. Interactive videos are the most valuable assets for marketers to push the customer from consideration stage to purchase stage.

Interactive videos can be used in multiple ways to educate the viewer by using product demonstrations, user testimonials, case studies to show how your product or service solves their problem. Videos help you build trust and showcase the human side of your brand by featuring brand stories, behind the scenes footage, quality policy or employee stories.

Types of Consideration Stage Videos

 Qantas created a virtual reality app that allows users to experience 360-degree video tours of exclusive tourism experiences. After enjoying the video tours, users have the option of booking a flight via the app. Financial services company Morgan created an interactive microsite to make users take a tour of some of the places that are most affected by climate change.

These are just two of the ways interactive videos can help in the consideration stage.There are multiple other ways to use the consideration stage video depending on what you offer, the industry niche and your target audience profile.

Some of the video types include:

  • Product comparison : Below Wootagged video will demonstrate how Estee Lauder is driving viewers to learn different shades available, allowing their audience to choose their preferred shade.

  •  Features Visualization : Here is Wootagged Ford Execution enabling their audience to watch and learn more about the features of the car driving strong consideration.

Other examples such as,

  • Expert guides
  • Live interaction videos
  • Games, quiz, puzzles
  • Calculators and configurators
  • Live chats
  • Interactive infographics
  • Animation

How Wootag helps in generating Audience Consideration

 As the leading authority on interactive videos, Wootag aims to transform your consumers’ experience by harnessing the power of visual storytelling. These figures speak volumes about how Wootag can help you achieve your marketing goals:

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To Download Infographic Audience Insights – Click here. 

An action-inspiring, compelling video not only boosts brand awareness but clears the path for purchase when used at the consideration stage of the funnel.

With interactive videos, you can not only engage with your viewers but also generate two times as many conversions and five times as many page views as compared to static ads. Calculators, before and after, demonstrations, quiz, poll or assessments – the possibilities are endless when it comes to how you can use interactive videos to generate interest in purchase.

Now that you know the immense potential of interactive videos in this stage of marketing, the next step is to device the right video strategy that resonates with your target audience.

Wootag steps in at the crucial phase of the marketing funnel to craft visually stunning interactive videos that help you accelerate brand visibility while driving conversions.

Get in touch with us today to take your brand to new heights of success.

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March 25, 2019 • Video Content, Video Marketing

Video Content on Every Step of Customer Journey – Awareness

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Create Awareness with Interactive Videos

Adding video to your marketing funnel increase conversion rates up to 65%. As videos, today have become the norm in inbound marketing 51.9% of marketing professionals worldwide said the video is the type of content with the best ROI. We will walk you step by step through whole buyer’s journey to show how video can help increase conversions in every stage of the marketing funnel. We will help you to understand better how to help buyers acknowledge their problem, educate them and provide expertise and finally to nurturing them down the path to a purchasing decision. According to the results, Global buying teams are relying on content like online videos to create vendor shortlists, as 65% of buyers download watched or 4-7 pieces of content. Consumed content is likely leading to a shortened decision as 70% of B2B technology decisions are now made in 6 months or less.

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Future of Video Content Marketing – Interactive Shoppable Videos

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Video Content with Benefits – Interactive Shoppable Videos

Shoppable videos have been termed as the “Rising Star Of Your Marketing Strategy”. Video content that helps viewers turn into customers is a boon when used effectively. Shoppable videos simplify the buying funnel, they give you more consumer engagement and conversion rates but most importantly, they help you identify potential customers and provide actionable insights. Research has shown that 91% of buyers prefer visual and interactive content over traditional forms.
We already know this year people will be watching more videos, which means many purchase decisions will be made through your interactive video and social media content. So what is the future of shoppable videos and what kind of interactive video content will work best for you? Here are some trends that will help you answer these questions.

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4 Steps to Increase Employee Engagement and Loyalty with Interactive Videos

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Employees are the pillars of an organisation. To ensure long term business success, you need to motivate your employees to put their best foot forward. One way they can do this is by providing employee engagement and loyalty. Employee engagement and loyalty, more than just buzzwords, are critical factors that determine a business’s success. An engaged and loyal employee is a happy employee, who will go out of their way to help the company get a step closer to its milestones and goals every day.
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How to Use Interaction to Make Your Content Pop – Fun and Delicious Content and Interactive Ads

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Interactive content

The biggest challenge for businesses today is to keep the customer engaged. We live in an age where content is almost infinite. We’re generating way more content than we ever did and the production will, likely, never come to an end.

Speaking of content, one format that’s making waves is video content. For instance, on YouTube, the planet’s largest video sharing portal, there are 300 hours of new content being uploaded every minute! Continue Reading

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Best Ways to Use Interactive Videos

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Best Way To Use Interactive Videos For Your Brand

A lot of the videos out there are linear in form – you view them, feel moved by them (or not!), and then you proceed to ‘like’ them, share them or start watching another video. They provide a multi-sensory experience but don’t go beyond it to interact with you. Interactive videos fill this gap by including ‘hotspots’ that you can click within the video to interface with the content in different ways.

If your business is already utilising video marketing, interactive videos can be the evolution that you have been seeking from the regular audio-video experience your audience is accustomed to. You can consider a variety of ways to incorporate interactive technology into your product or brand videos, as discussed below. But what are the best ways to use interactive videos?  Continue Reading

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Never Stop, Never Settle – Interactive Video Brand Advertising in Beverage Industry

Hennessy Video Brand Advertising

Interactive Video Brand Advertising in Beverage Industry

E-commerce has taken many industries by storm in past years, and the beverage industry is no exception. Despite many legal challenges to online advertising and sale of alcohol beverages, the industry has grown 20% YOY over the past 10 years*. Many baverage brands started to use interactive video brand advertising to tap into more significant possibilities of video. Continue Reading

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How to create a highly effective video campaigns

Interactive Video Marketing Strategy

Creating a piece of video content is no easy feat, so it goes without saying that we all want it to perform! Perhaps you want to increase traffic to your e-commerce site, improve customer engagement or achieve higher brand awareness. We can’t tell you how many times we have faced the same situation! Here are some of the success tips we religiously follow and its shown us promising results! We hope it does for you too. Continue Reading

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Loving It, never trust a clown – videos which empower your brand

Movie marketing is no longer confined to trailers and static videos as audiences have become more accustomed to something with a twist and in different formats.

The latest fast-food brands war between Burger King and McDonald’s sees Burger King trolling McDonald’s with the motto “Never trust a clown” in the screening of horror flick ‘It’.

The film involves a creepy clown as the arch villain in the movie and by making reference to it, it displays Burger King’s brilliance in combining satire, guerilla marketing and product placement then woven into a major blockbuster. What a Whopper Burger King!

For more information on how videos can empower your brand and maximise your reach, please visit www.wootag.com. To view more winning content ideas on video, please have a look at us on LinkedIn.

 

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